Hailey Bieber Turns “Glazed Skin” Into a £790M Brand

The social-first, content-led strategy behind Rhode’s rise and record-breaking sales

Case Study: Rhode — Hailey Bieber’s Skincare Line

From cult following to £790M acquisition

By 2021, the market was teeming with celebrity beauty brands. However, consumers — especially Gen Z — had moved beyond hype alone. They were looking for real routines, relatable aesthetics, and brands that felt like an extension of their lifestyle.

Hailey Bieber had unintentionally built all of that before even launching a product. Her skincare routine already had a cult following, and she’d coined an aesthetic “glazed donut skin” that went viral.

Her content felt casual and consistent, not overly polished or promo-driven So when Rhode arrived, it didn’t feel like a brand launch as such, but a natural next step.

The Brand Strategy

Rhode launched with just three products. No fluff, no filler. Everything from the packaging to the product names was stripped back and intentional.

Three pillars that grounded the brand:

• Edit, not excess — a tight, high-performance range

• Functional glow — skincare that focused on skin health, not trends

• Founder as creative director — Hailey led with content, not campaigns

  
  

The brand wasn’t built around celebrity. It was built around restraint, consistency, and credibility.

“I want to create a world of curated, intentional skincare — not more clutter.” – Hailey Bieber

The Launch

Social-first, content-fuelled and designed for demand.

There was no big ad push or celebrity shoutout spree. Rhode built hype by leaning into scarcity, story, and smart social design.

Tactics included:

• A 100K+ waitlist pre-launch

• TikTok-native content (led by Hailey herself)

• Product seeding to real users, not just influencers

• A focus on one hero SKU — the Peptide Lip Treatment — that became a viral entry point

The brand made smart choices that encouraged shareability without feeling over-produced.

Rhode’s launch was a masterclass in modern-day influence: Not by buying reach, but by designing for shareability.

Acquirement

e.l.f. Beauty acquires Rhode for up to £790M

In May 2025, Rhode was acquired by e.l.f. Beauty in a deal that included:

• £475M in cash

• £160M in stock

• £160M in earn-out tied to future growth

With over £170M in annual net sales and strong organic momentum, Rhode had become one of the most valuable social-first skincare brands in the market.

Hailey's stayed on as Chief Creative Officer, keeping the tone, aesthetic and product vision consistent post-acquisition.

What Made It Work

Founder as content engine

Hailey wasn’t just the face, she was the strategy. Her routines, tone, and community drove every touchpoint.

Micro > macro

Instead of blowing budget on celebrity gifting, Rhode partnered with real beauty lovers, the ones already influencing group chats.

Content over flashy campaigns

There was no need for big splashy creative. Every GRWM, comment reply, and TikTok stitch became part of the brand story.

Scarcity was the strategy

Sell-outs weren’t mistakes, they were momentum-builders. Rhode’s drops felt more like events than product updates.

Rhode is a modern case study in how culture drives commerce — and how content builds capital.

Final Thoughts

Rhode is a modern blueprint for how social-first brands scale. Not by shouting louder, but by showing up better. With credibility, consistency, and cultural instinct, Hailey Bieber turned a routine into a movement, and a movement into a multi-million-pound business.

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